Abstract
Libraries should not be put off by the initial investment required to build an annual fund. Although direct mail is expensive, it is the only way to acquire a large number of new donors to launch an annual fund program. Such programs can raise significant revenue for library operations. They work on the premise that a large base of so‐called “small” donors, giving year after year, can provide a level of stable support beyond money raised for special projects. Includes a proven 13‐step plan for building an annual fund using direct mail techniques.
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